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Mobile search spend up 132% year-on-year: report

Mobile search is an increasingly important area for ecommerce businesses as Google has stated that mobile queries are likely to overtake desktop queries by next year.

And new data from Covario shows that the level of investment in mobile paid search is slowly catching up with consumer behaviour.

On a global basis mobile search advertising accounted for 16% of total spend in Q2, of which 10% was spent on tablet and 6% on smartphone.

This represents an increase of 39% compared to Q1 2013 and a massive 132% increase year-on-year.

CPC prices varied significantly depending on the mobile platform. CPCs on smartphones remained at a 40% discount to desktop CPCs, but have increased nearly every quarter for the last five quarters – with the exception of Q4 2012.

Tablet CPCs fell below desktop pricing for the first time in several quarters and sit at a 12% discount to desktop CPCs.

A separate report from the IAB shows that global figures for mobile ad revenue increased by 82.8% in 2012 to $8.9 billion up from $5.3 billion in 2011.

A survey of 1,000 consumers found that search is one of the most common tasks carried out by smartphone users, with 67% of respondents having used mobile search in the previous week.

The Compendium includes a section of tips and advice on mobile search, including details on the difference between mobile and desktop search, and a look at whether brands are making the most of the opportunity.

State of paid search

Covario’s report also includes data on the overall state of the paid search market. Among the major search engines globally, Google continues to command more than 86% of the paid search market share.

Advertiser spending on Google increased by 13% in Q2 2013 compared to the same period last year.

The Yahoo-Bing Network, which holds 6% of the global paid search spend market share, saw year-on-year quarterly spending up 23% along with a 7% gain from the first quarter.

Covario’s report is based on its clients’ paid search activity in more than 45 countries.

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In just six short weeks, it’ll be time for the September Campaign, the biggest annual fundraiser from nonprofit charity:water.

What the organization does this year to raise money remains to be seen, but it’s worth looking back more closely at its efforts in 2012, when the charity took in more than $2m ($300,000 more than its original goal) largely through digital marketing.

That shouldn’t be a surprise: charity:water founder Scott Harrison told the New York Times last year that he “absolutely” attributes the organization’s success to the web.

As more and more businesses, from multi-national brands to one-man-bands, continue to embrace content creation and content marketing as an effective tool to engage and embrace with their customers, we are now living in a world of Fast Moving Consumer Content (FMCC).

Those brands and businesses that understand, and adapt their marketing efforts to accommodate the continuing, insatiable consumer demand for content, the more successful they will become.

With the explosion of mobile devices in recent years, your email campaign could be opened at any time and in a much wider variety of locations and situations than a few years ago, when practically all emails were checked on a desktop computer.

So what are some of the most popular locations that your emails could be opened? And are your subscribers likely to convert from your email when they are in that location?

Alternative payment methods are pretty much the hottest topic around, and last week EE previewed its new NFC smartphone wallet. Retailers, however, are pretty adamant NFC wallets are not worth their time.

At the same time, marketers are still plugging away with new advertising campaigns using NFC technology to deliver content. Is this anything other than a fad?

In this post I look at the uses of NFC, assess some recent campaigns, and ponder what the future holds. (Major hat tip to NFC World, where I found a bunch of the campaign info).

July 9th 201323:42

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